Conley's formulas for adding to happiness

And at just about the same time Chip Conley's new book, "Emotional Equations: Simple Truths for Creating Happiness + Success," landed on my desk. Conley, known widely as founder of the boutique hotel chain Joie de Vivre, refers to himself as a "former CEO" with a new writing career. Two previous books were about achieving success in business. This one, which puts the focus on personal, rather than business, fulfillment, was No. 1 on Amazon for two days last week. Apparently, he has achieved that success as a writer, too.

Conley has figured out a way to employ "mathematical" equations to inspire discussions of the emotions. Consider, for example "Optimism - Joy = Anticipation"; "Reject = Disappointment + Responsibility"; and more complex, "Happiness = Wanting What You Have ÷ Having What You Want"; and "Narcissism = (Self-Esteem)² x Entitlement."

This is all prefaced by introductory material in which he shares "Plutchik's Wheel of Emotions," a circle divided into eight basic emotions - patterned after a color wheel and including joy, anticipation, anger, disgust, sadness, surprise, fear and acceptance - and branching out from there (to such areas as boredom, serenity and awe). This system, he says, was invented by psychologist Robert Plutchik.

Since "Plutchik" seems distantly related to Garchik, I'm taking this cousinly opportunity to add a few emotions drawn from my personal quiver: envy, impatience, curiosity, indigestion and wondering at a party whether guests' face-lifts are considered good grooming.

Oh, the heck with it, good for Chip, who's brave enough to splash around in his emotions and tell everyone else to come on in, the water's fine. As for me, I'm keeping my waders on.

David Jensenreports that the economy is so bad that the folks who took over the old Borders bookstore space at Stonestown, and are selling remaindered book stock there, have used recycled letters from the old sign to create theirs. The name of the business: ODE.

Life and death:

-- Those friendly health insurers at Anthem Blue Cross notified beneficiary (a word used loosely here) D.L.: "We have reviewed the information sent to us about the medication. ... We have approved coverage for your request." Before D.L.'s revels began, however, he came to the second line, written in all caps and boldfaced: "This certification is based on the information provided and is of medical necessity only and is not a guarantee that benefits will be paid."

-- Richard Delman saw the bumper sticker on a large Honda van: "Thanks for not breeding." "What kind of a place do I live in?" asked Delman.

-- Dave Heventhal, who turned 65 last week, says he'll celebrate by having "Do Not Resuscitate" tattooed on his forehead.

-- Astute and keen-eyed obit reader Paul Slaterwas enchanted by the last sentence of Tuesday's notice of the death of Beverly Ann Ballard: "If she accepted you, she was a host; if you crossed her, you were toast; now she is our loving ghost."

Tale told to Jack Bunzel by a female friend who, with her boyfriend, were taking Caltrain to San Francisco from the Peninsula on Saturday: They'd taken along their bikes, thinking they'd ride around the city for a while and then have a romantic dinner.

But a couple in the train seats in front of them got into an argument that escalated into fury and ended when the woman told the man he could go to hell. Whereupon the man reached into his pocket, turned to Bunzel's friend, asked, "Do you want two tickets to the 49er game?" and handed them to her. Then he turned on his heel and left the car.

Bunzel's pal and mate were not fans, had never seen a game. They got off the train, got on their bikes, rode to Candlestick, followed the crowd and arrived in time for the kickoff.

The woman called it "pretty exciting. ... The crowd around us never stopped yelling." When Bunzel told her she had seen one of the great games in NFL history, she asked what "NFL" meant.